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It's a variation of the logo for the Human Rights Campaign, normally a bright yellow equal sign on a blue background. But to draw attention to the two same-sex marriage cases the Supreme Court heard this week, the Washington-based organization on Monday changed the colors to a square red box with thick pink parallel, horizontal lines. Red, for the color of love.

Then they invited people to share it.

Tens of millions took the campaign up on its offer, often replacing their profile pictures on Facebook and Twitter with the image.

Some swapped matzoh for the pink lines for the start of Passover. Paula Deen, the southern cook famous for her generous use of dairy products, turned the lines a pale yellow with the tagline, "It's like two sticks of butter y'all." The HBO page for "True Blood" added fangs.